Advancing Marketing in Society 5.0 - Chapter 13 - The Strategic Role of Predictive Analytics in Consumer Behaviour Analysis

Aug 31, 2026

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Businesses increasingly use predictive analytics to strengthen their ability to understand and anticipate customer behavior within the human-centric Society 5.0 framework that connects the internet with physical life. The study evaluates how predictive analytics accelerates marketing innovation by enabling trend anticipation, personalized experiences, and data-driven strategy design. It highlights the convergence of AI-enabled analytics and marketing execution to improve customer insights and targeting accuracy while balancing economic growth with societal well-being.

LanguageEnglish

CategoryResearch & Report

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Pages33

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Abstract

Introduction

Chapter 13 # Advancing Marketingin Society 5.0: The Strategic Role of PredictiveAnalytics in ConsumerBehaviour Analysis Parihar Suresh Dahake https://orcid.org/0000-0002-2286-4120Ramdeobaba University,Nagpur;India Nihar Suresh Dahake https://orcid.org/0009-0007-8971-9247 G.H.Raisoni College of Engineering,Nagpur,India Saket Narendra Bansod https://orcid.org/0000-0002-2094-2084 Dr:Ambedkar Institute of Management Studies and Research,Nagpur;India Prachita S.Patil Dr:Ambedkar Institute of Management Studies and Research,Nagpur;India ## ABSTRACT Businesses are progressively utilising predictive analytics to enhance their compre-hension and anticipation of client behaviour within the framework of Society 5.0,a human-centric society that integrates the internet with the physical realm.Thispaper examines the vital role ofpredictive analytics in the progression of marketinginnovations,emphasising marketers'ability to anticipate trends,personalise expe-riences,and develop data-driven marketing strategies.This study will examine howpredictive analyticstechnologies are transformingmarketing strategiesin Society5.0 DOI:10.4018/979-8-3373-1082-4.ch013 by providing enhanced customer insights and facilitating more accurate targeting.This studyis distinctive since it examines the convergence of AI-driven analytics andmarketing strategies within the Society 5.0 framework,which seeks to harmoniseeconomic advancement with societal welfare. ## INTRODUCTION In the age of big data,website visitors generate a digital footprint.Organisationsutilise digital footprints to analyse and predict consumer behaviour(Guha &Ku-mar,2018).Commercialisation is a critical phase in technological innovation,asit involves significant risks and expenses(Chiesa &Frattini,2011).Over the pastdecade,technology and data collection methods have produced vast quantities ofdata on several subjects at an accelerated rate.As corporate and startup pressuresescalate in the market,standardisation is essential for enhanced measurement trace-ability and transferability(Pathare et al.,2013). Predicting consumer behaviour to enable proactive marketing actions is crucialfor strategizing how toimpact the decision-making process in purchasing behaviour,as determined by the decision-making entity inside our selected society.The amal-gamation of innovation and knowledge has emerged as a fundamental principle inknowledge-and labour-intensive enterprises (Scuotto et al.,2017).The objectiveis to conduct research on the development and importance of predictive analyticsas a mechanism for achieving marketing success in our selected Society 5.0.Themarket's intense rivalry,coupled with the advent of developing technologies likeartificialintelligence,presents numerous commercialopportunities.Predictive modelsenhance understanding of consumer behaviour(P.S.Dahake&Somani,2024)and itis significantly Targeting of promotional offers specific to segments(Lazarus et al.,2004)A major commercial opportunity arises from the ability to utilise predictivemodels that leverage data to implement changes that enhance operational efficiencyand eventually generate value for the organisation.Predictive models serve as anessential instrument for businesses to attain theirobjectives,optimise operations,andgenerate new prospects,while also guiding managers in making improved strategicand tactical decisions,minimising waste,and augmenting earnings.As cultures andtechnologies advance,marketing concepts evolve through differenteras,culminatingin Marketing in Society 5.0.Marketing in Society 5.0 is the framework whereinproducts and technologies from MarTech-driven industrialrevolutions are convertedinto concurrent human-centric marketing requirements via the application of bigdata computing and artificial intelligence. Predictive analytics reveals connections in data for precise predictions(Siegel,2015)and Marketing 5.0 pertains to solutions engineered to integrate supplied datainto re

FAQs

What role does predictive analytics play in marketing under Society 5.0?

Predictive analytics helps businesses understand and anticipate consumer behavior, supporting more accurate targeting and customer insights within the Society 5.0 human-centric framework.

How does the study link AI-driven analytics with marketing strategies in Society 5.0?

It emphasizes the convergence of AI-enabled predictive analytics and marketing strategy development, where models translate data into recommendations, advertisements, and offers that adjust dynamically.

Why is personalized, data-driven marketing important according to the document?

Personalization enables marketers to anticipate trends and create tailored experiences, improving the effectiveness of promotional efforts and enabling more informed strategic and tactical decisions.

Aug 31, 2026

Upload by Noah